PR Programs for Small, Suburban and Large Districts. Basic School PR Guide.

Bachman, Duane; And Others

Designed to provide specific, practical help for educators in starting or improving school public relations programs, this guide presents views from the superintendent of a small district who is his own public relations person; from a public relations director of a large suburban district; and from a public relations administrator of one of the nation's largest urban school districts. Small districts are claimed to enjoy two direct advantages when it comes to developing and implementing an effective communications program: the program can take on a very personal quality, and the media in small districts are usually "proschool." A public relations program for suburban districts must deal with unique concerns that include geographical area, population consideration, competition for attention, developing a sense of community, and planning the program to use all media channels. Finally, in large school districts the total city community must be invited to become intensively involved with the schools. The three types of districts are given advice on getting started, program ideas, and ways to obtain meaningful feedback on information efforts. The appendices contain sample forms to assist in setting up a school public relations program. (Author/MLF)